AEO flashcards
AEO · Build recall with a focused review session.
32 cards. Read the term and the definition here. The deck at the top of this page is optional.
- ACOS
- Advertising Cost of Sale: ad spend divided by ad-attributed sales, expressed as a percentage. Lower is more efficient; compare against break-even ACOS derived from product margin.
- TACOS
- Total Advertising Cost of Sale: total ad spend divided by total sales including organic. Tracks overall account health and organic lift better than ACOS alone.
- Break-even ACOS
- The ACOS at which ad profit equals zero, equal to the product's gross margin percentage before ad spend. Spending above break-even ACOS loses money on each ad sale.
- Buy Box eligibility
- The featured-offer status that lets an ad send shoppers to a purchasable listing. Losing the Buy Box suppresses conversion and wastes ad spend.
- Automatic campaign match groups
- Four targeting groups in automatic Sponsored Products: close match, loose match, substitutes, and complements. They discover search terms to harvest into manual campaigns.
- Exact match
- A keyword match type that shows ads only for the exact keyword and close variants such as plurals and misspellings. Tightest control, usually highest conversion rate.
- Phrase match
- A match type requiring the keyword phrase in the same order within the query, with additional words allowed before or after. Balances reach and relevance.
- Broad match
- The loosest keyword match type, showing ads for related terms in any order. Useful for discovery but requires negative keywords to control wasted spend.
- Placement modifier
- A percentage bid uplift applied to top-of-search or product-page placements. Final bid equals base bid times the modifier for that placement.
- Dynamic bidding down only
- A bidding strategy that lowers bids for clicks unlikely to convert and never raises them. Conservative option that protects efficiency on proven keywords.
- Negative exact
- A negative keyword that blocks only the exact query and close variants. Use it to stop a specific wasteful search term without blocking related queries.
- Negative phrase
- A negative keyword that blocks any query containing the phrase in order. Broader than negative exact and useful for excluding whole irrelevant themes.
- Search term report
- A report listing the actual customer queries that triggered ads, with clicks, spend, sales, and ACOS. Primary source for harvesting keywords and adding negatives.
- Product targeting
- Targeting that places ads on specific ASINs, categories, or similar products rather than keywords. Used for competitor conquesting and defensive detail-page placements.
- Second-price auction
- Amazon's ad auction model where the winner pays just enough to beat the next competitor, capped by their bid. Actual CPC is usually below the max bid.
- Sponsored Brands Product Collection
- A Sponsored Brands format showing a headline, brand logo, and up to three products in search results. Requires Brand Registry and links to a Store or landing page.
- Sponsored Brands Video
- An autoplay video ad format in search results using brand-registered creative. Measured with completion rate and view-through rate alongside ACOS.
- New-to-brand metrics
- Metrics reporting orders and sales from customers who have not purchased the brand in the prior 12 months. Used to value upper-funnel and brand-building spend.
- Store Spotlight
- A Sponsored Brands format linking to multiple Store subpages with creative tiles. Drives traffic deeper into the brand Store rather than a single product.
- Brand defense campaign
- A campaign bidding on your own brand and product keywords to protect the top-of-search placement from competitors. Usually low ACOS and high conversion rate.
- Views remarketing
- A Sponsored Display audience reaching shoppers who viewed the advertised product or similar products. Effective for re-engaging high-intent browsers.
- Purchases remarketing
- A Sponsored Display audience targeting past buyers, typically for cross-sell and repeat purchase. Excludes the initial purchase intent from the audience.
- Interest audiences
- Sponsored Display lifestyle and in-market segments based on shopping behavior rather than keywords. Best for upper-funnel reach and category awareness.
- Detail-page view rate
- A Sponsored Display metric measuring the share of impressions that led to a product detail-page view. Indicates creative and targeting relevance for display.
- Off-Amazon placements
- Sponsored Display impressions served on third-party sites and apps in the Amazon network. Reported separately and often lower-converting than on-Amazon placements.
- Attribution window
- The period after a click or view during which a sale is credited to the ad. Amazon ads commonly use 14-day click and 14-day view windows.
- CTR formula
- Click-through rate equals clicks divided by impressions. Low CTR signals weak relevance, main image, price, or placement rather than bidding issues.
- CVR formula
- Conversion rate equals orders divided by clicks. Low CVR points to detail-page problems such as reviews, price, content, or stock rather than targeting.
- ROAS formula
- Return on ad spend equals sales divided by spend. It is the reciprocal of ACOS, so a ROAS of 4 equals an ACOS of 25%.
- Daily budget overdelivery
- Amazon may spend up to 25% above a campaign's daily budget on high-traffic days, balanced across the month so the monthly average stays on budget.
- Portfolio budget
- A spending cap applied across a group of campaigns in a portfolio. Provides category-level guardrails without managing each campaign budget individually.
- Out-of-budget loss
- Lost impression share from a campaign exhausting its budget. A signal that a profitable campaign is underfunded and should have its budget raised.